The current text focuses on the need to reconsider the understanding of the efficiency of PR activities and to include the impact on sales in it. It is considered that the current situation in the publicity sphere worldwide is very dynamic and specific, and therefore this development enlarges the opportunities. Bearing in mind more direct contact, the efficiency in terms of sales should not be neglected. In this situation, the understanding and the role of advertorials as a communication tool can be reconsidered as well.
{"title":"Efficiency of PR in Terms of Sales. Advertorials","authors":"Alexander Hristov","doi":"10.54664/ngmf4643","DOIUrl":"https://doi.org/10.54664/ngmf4643","url":null,"abstract":"The current text focuses on the need to reconsider the understanding of the efficiency of PR activities and to include the impact on sales in it. It is considered that the current situation in the publicity sphere worldwide is very dynamic and specific, and therefore this development enlarges the opportunities. Bearing in mind more direct contact, the efficiency in terms of sales should not be neglected. In this situation, the understanding and the role of advertorials as a communication tool can be reconsidered as well.","PeriodicalId":346008,"journal":{"name":"21st Century Media and Communications","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2021-12-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122420568","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The article presents the results of an empirical study based on data from a written exam among 85 second-year students of Journalism at the Faculty of Journalism and Mass Communication of the St. Kliment Ohridski University of Sofia. The study aims to illustrate the approaches and strategies used by students in dealing with a specific media message and, particularly, the possibility of satirical news-like texts to be perceived as fake news. Nearly 70% of the students defined a publication on a website called “No! News” as fake news, even though it is a well-known satirical website. The article discusses the students’ views on the concept of fake news, as well as differences between satire and fake news by making comparisons with existing research on the subject.
{"title":"Satire or Fake News – A Hard-to-Spot Difference","authors":"Ralitsa Kovacheva","doi":"10.54664/hcwp7226","DOIUrl":"https://doi.org/10.54664/hcwp7226","url":null,"abstract":"The article presents the results of an empirical study based on data from a written exam among 85 second-year students of Journalism at the Faculty of Journalism and Mass Communication of the St. Kliment Ohridski University of Sofia. The study aims to illustrate the approaches and strategies used by students in dealing with a specific media message and, particularly, the possibility of satirical news-like texts to be perceived as fake news. Nearly 70% of the students defined a publication on a website called “No! News” as fake news, even though it is a well-known satirical website. The article discusses the students’ views on the concept of fake news, as well as differences between satire and fake news by making comparisons with existing research on the subject.","PeriodicalId":346008,"journal":{"name":"21st Century Media and Communications","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2021-12-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123307824","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The article discusses the democratic changes in the Bulgarian society and the new regulatory system from the perspective of media and legal cultures. The article analyzes legal phenomena as such, as well as the social environment in which they have emerged and developed during the years of democratic transition. Law is a social regulator and has to serve the public interest. In Bulgaria, however, it has always been subject to the political will of the majorities and could not fulfill its function to provide the necessary basis for the establishment of democratic regulatory culture, management culture and culture of independence within the media.
{"title":"Interaction Between Media Culture and Legal Culture and Their Impact on the Media Regulation System in Bulgaria","authors":"Bisera Zankova","doi":"10.54664/rdwl5288","DOIUrl":"https://doi.org/10.54664/rdwl5288","url":null,"abstract":"The article discusses the democratic changes in the Bulgarian society and the new regulatory system from the perspective of media and legal cultures. The article analyzes legal phenomena as such, as well as the social environment in which they have emerged and developed during the years of democratic transition. Law is a social regulator and has to serve the public interest. In Bulgaria, however, it has always been subject to the political will of the majorities and could not fulfill its function to provide the necessary basis for the establishment of democratic regulatory culture, management culture and culture of independence within the media.","PeriodicalId":346008,"journal":{"name":"21st Century Media and Communications","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2021-12-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125870257","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Information is considered one of the main factors of the current geopolitical dynamics. The information paradigm of geopolitics defines the canons of conquest and control of a global information space, as well as the nature of the relationship between geopolitical actors. It covers a range of issues related to geographic information policy, which includes the activities aimed at increasing the power of State information, including in the media. Helping people understand the changing world order has become the main goal of mass media. In an emerging global information field, the media no longer divide events into domestic and foreign ones. Russia’s propaganda offensive is a carefully prepared strategy. The country built an array of soft power instruments and transformed them into effective weapons in a new information war with the West. Initially intended as a tool to enhance Russia’s soft power, it quickly developed into one of the main instruments of Russia’s new imperialism. The minimum task may be the integration of part of the post-Soviet space, whereas the maximum task is to unite civilizations into a single Eurasian continental block in order to restore civilization balance
{"title":"Information Geopolitics and Political Propaganda in the Mass Media of the Russian Federation","authors":"W. Żak","doi":"10.54664/oidu6852","DOIUrl":"https://doi.org/10.54664/oidu6852","url":null,"abstract":"Information is considered one of the main factors of the current geopolitical dynamics. The information paradigm of geopolitics defines the canons of conquest and control of a global information space, as well as the nature of the relationship between geopolitical actors. It covers a range of issues related to geographic information policy, which includes the activities aimed at increasing the power of State information, including in the media. Helping people understand the changing world order has become the main goal of mass media. In an emerging global information field, the media no longer divide events into domestic and foreign ones. Russia’s propaganda offensive is a carefully prepared strategy. The country built an array of soft power instruments and transformed them into effective weapons in a new information war with the West. Initially intended as a tool to enhance Russia’s soft power, it quickly developed into one of the main instruments of Russia’s new imperialism. The minimum task may be the integration of part of the post-Soviet space, whereas the maximum task is to unite civilizations into a single Eurasian continental block in order to restore civilization balance","PeriodicalId":346008,"journal":{"name":"21st Century Media and Communications","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2021-12-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123856520","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Media financing is a topic that relates to both business and society. The media convey values, attitudes and perceptions and have the power to influence the citizens’ behavior. At the same time, the media are business entities in a dynamic industry that is currently being intertwined with innovative and fast-growing sectors. As a result, interest in investing in the media and some related sectors is growing. Business angels, together with venture capital and media giants such as Facebook and Google, are causing a transformation of the media industry. Apart of the many examples concerning global media, the appearance of Blugarian venture capital is mentioned, which could be important for small start-ups in the fast-growing technological sector in Bulgaria.
{"title":"Media Financing: between the “Business Angels” and the Public Funds","authors":"Petranka Fileva","doi":"10.54664/dasb4996","DOIUrl":"https://doi.org/10.54664/dasb4996","url":null,"abstract":"Media financing is a topic that relates to both business and society. The media convey values, attitudes and perceptions and have the power to influence the citizens’ behavior. At the same time, the media are business entities in a dynamic industry that is currently being intertwined with innovative and fast-growing sectors. As a result, interest in investing in the media and some related sectors is growing. Business angels, together with venture capital and media giants such as Facebook and Google, are causing a transformation of the media industry. Apart of the many examples concerning global media, the appearance of Blugarian venture capital is mentioned, which could be important for small start-ups in the fast-growing technological sector in Bulgaria.","PeriodicalId":346008,"journal":{"name":"21st Century Media and Communications","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-12-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125450577","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The COVID-19 pandemic has seriously shaken the foundations of modern brand management. The first reaction of communication specialists was to look for ways to optimize communication messages during a crisis, but is that enough? The author explores the possibilities for complete restructuring of the modern brand – i.e. brand positioning, mission and vision of the brand during such complex crises. Is it possible to talk about a new type of Post-truth? The article aims to establish some of its characteristics.
{"title":"Branding during the COVID-19 Pandemic: between Adaptation and the New Perspectives","authors":"Stefan Serezliev","doi":"10.54664/bljk3256","DOIUrl":"https://doi.org/10.54664/bljk3256","url":null,"abstract":"The COVID-19 pandemic has seriously shaken the foundations of modern brand management. The first reaction of communication specialists was to look for ways to optimize communication messages during a crisis, but is that enough? The author explores the possibilities for complete restructuring of the modern brand – i.e. brand positioning, mission and vision of the brand during such complex crises. Is it possible to talk about a new type of Post-truth? The article aims to establish some of its characteristics.","PeriodicalId":346008,"journal":{"name":"21st Century Media and Communications","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-12-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133705894","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The global COVID-19 pandemic has affected every aspect of life, including advertising and the media business. Brands have reduced their advertising budgets. Some media, such as television and the Internet, have increased their audiences, while others, such as print and out-of-home media, have experienced a negative trend. Adapting media content and flexibility to advertisers is the key to the survival of traditional media. New media platforms attract a significant audience and have a chance for sustainable development. The short-term and long-term perspectives for the media can be analyzed from different points of view. The dynamics of this process is obvious and the media business needs to be more flexible than ever before.
{"title":"Impact of the COVID-19 Crisis on the Media Business in Bulgaria – Short-term and Long-term Perspectives","authors":"Kristian Postagian","doi":"10.54664/vcjt4946","DOIUrl":"https://doi.org/10.54664/vcjt4946","url":null,"abstract":"The global COVID-19 pandemic has affected every aspect of life, including advertising and the media business. Brands have reduced their advertising budgets. Some media, such as television and the Internet, have increased their audiences, while others, such as print and out-of-home media, have experienced a negative trend. Adapting media content and flexibility to advertisers is the key to the survival of traditional media. New media platforms attract a significant audience and have a chance for sustainable development. The short-term and long-term perspectives for the media can be analyzed from different points of view. The dynamics of this process is obvious and the media business needs to be more flexible than ever before.","PeriodicalId":346008,"journal":{"name":"21st Century Media and Communications","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-12-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114382443","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The article aims to introduce to the readers the features of fake news, basing itself on theoretical observation. Another goal is to determine if there are grounds to claim that there is creation, broadcasting and distribution of fake content. Some methods for spotting, detecting, recognizing and neutralizing fake news are presented briefly. The relation between fake news and post-truth are described as well. The article also presents examples of fake news regarding the Coronavirus crisis (COVID-19) selected from media, online media and social networks in Bulgaria. Lastly, the article highlights the arguments used while presenting information regarding the plan to overcome the crisis and the prevention of spreading fake news. Keywords:
{"title":"Fake News: Theoretical Dilemmas, Methodological Aspects and Manifestations in Crisis Communication","authors":"I. Mavrodieva","doi":"10.54664/xngr1222","DOIUrl":"https://doi.org/10.54664/xngr1222","url":null,"abstract":"The article aims to introduce to the readers the features of fake news, basing itself on theoretical observation. Another goal is to determine if there are grounds to claim that there is creation, broadcasting and distribution of fake content. Some methods for spotting, detecting, recognizing and neutralizing fake news are presented briefly. The relation between fake news and post-truth are described as well. The article also presents examples of fake news regarding the Coronavirus crisis (COVID-19) selected from media, online media and social networks in Bulgaria. Lastly, the article highlights the arguments used while presenting information regarding the plan to overcome the crisis and the prevention of spreading fake news. Keywords:","PeriodicalId":346008,"journal":{"name":"21st Century Media and Communications","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-12-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133551890","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The article presents the results of a study conducted during the state of emergency in Bulgaria in connection with the Covid-19 pandemic (March 13 – May 13, 2020). The object of research are the comments sections of the Dnevnik, Sega and Trud websites where people discuss the topic of ‘journalism’. The maintenance of user forums on news sites is an important indicator of the chosen mode of work and the quality of journalistic activity of the media; it is an indicator of the readiness of the media organization to offer a platform for public discussions. The survey of the users’ comments highlights the attitude towards journalism and the media in Bulgaria as a whole.
{"title":"Journalism during the COVID-19 Pandemic (a Survey of the Comments Sections of the Dnevnik, Sega and Trud Websites)","authors":"Iliana Pavlova","doi":"10.54664/mnpi8760","DOIUrl":"https://doi.org/10.54664/mnpi8760","url":null,"abstract":"The article presents the results of a study conducted during the state of emergency in Bulgaria in connection with the Covid-19 pandemic (March 13 – May 13, 2020). The object of research are the comments sections of the Dnevnik, Sega and Trud websites where people discuss the topic of ‘journalism’. The maintenance of user forums on news sites is an important indicator of the chosen mode of work and the quality of journalistic activity of the media; it is an indicator of the readiness of the media organization to offer a platform for public discussions. The survey of the users’ comments highlights the attitude towards journalism and the media in Bulgaria as a whole.","PeriodicalId":346008,"journal":{"name":"21st Century Media and Communications","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-12-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127778268","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Migration is an objective process that promotes the global development and integration. At the same time, migration contains a lot of contradictions, the chief being the problem of social inclusion of one group and exclusion of another. Thus, migration is a process that has a strong potential for conflict. Modern mass media play a key role in this migration process. Media construct images of social groups and thus influence the formation of tolerant or intolerant attitudes in the society. In the media discourse, we can observe the cyclic arousing of the atmosphere of increased social anxiety and the focus of media attention on events defined as significant social problems. There are two discourse models of the migration process in mass media: the model of migration crisis (subjects of discourse are locals, journalists and authorities) and the model of pragmatic tolerance (subjects of discourse are employers and authorities). The article presents an analysis of the media discourse regarding the refugee crisis in terms of the structure of arguments and narratives of the parties involved in the media discussion. The aim of this article is to reconstruct the debate strategies appearing in the Polish media discourse concerning the problem of migration. The migration crisis of 2015 in Europe, and the accompanying media panic, have drastically changed the prevailing image of refugees among Polish people from stable positive to clearly negative. The Polish weekly magazines covers were analysed. This procedure enabled to recognise the argumentative strategies which had been applied in researched weekly magazines and to describe the differences between them when it comes to developing the migration problem. Extreme opinions are clearly seen particularly in Polish weekly magazines a cyberspace. Analyses of the „key moments” in the media discourse (fear, cursory knowledge of the foreign culture, emotionality, unreliable press reports, aggression towards Europeans, statements of politicians) facilitated the recreation of the phenomenon of media’s creating social fear around the subject of the migration crisis, and pointed to the nature of its irrationality, characteristic of moral panic. In an attempt to answer the question whether the media reporting on the problem of immigration create an effect of “simulated reality,” the author refers to rhetorical aspects of constructing images with persuasive features.
{"title":"Varia: The european migration crisis in polish media discourse: concern, fear and anger","authors":"Waldemar Żak","doi":"10.54664/ophv6988","DOIUrl":"https://doi.org/10.54664/ophv6988","url":null,"abstract":"Migration is an objective process that promotes the global development and integration. At the same time, migration contains a lot of contradictions, the chief being the problem of social inclusion of one group and exclusion of another. Thus, migration is a process that has a strong potential for conflict. Modern mass media play a key role in this migration process. Media construct images of social groups and thus influence the formation of tolerant or intolerant attitudes in the society. In the media discourse, we can observe the cyclic arousing of the atmosphere of increased social anxiety and the focus of media attention on events defined as significant social problems. There are two discourse models of the migration process in mass media: the model of migration crisis (subjects of discourse are locals, journalists and authorities) and the model of pragmatic tolerance (subjects of discourse are employers and authorities). The article presents an analysis of the media discourse regarding the refugee crisis in terms of the structure of arguments and narratives of the parties involved in the media discussion. The aim of this article is to reconstruct the debate strategies appearing in the Polish media discourse concerning the problem of migration. The migration crisis of 2015 in Europe, and the accompanying media panic, have drastically changed the prevailing image of refugees among Polish people from stable positive to clearly negative. The Polish weekly magazines covers were analysed. This procedure enabled to recognise the argumentative strategies which had been applied in researched weekly magazines and to describe the differences between them when it comes to developing the migration problem. Extreme opinions are clearly seen particularly in Polish weekly magazines a cyberspace. Analyses of the „key moments” in the media discourse (fear, cursory knowledge of the foreign culture, emotionality, unreliable press reports, aggression towards Europeans, statements of politicians) facilitated the recreation of the phenomenon of media’s creating social fear around the subject of the migration crisis, and pointed to the nature of its irrationality, characteristic of moral panic. In an attempt to answer the question whether the media reporting on the problem of immigration create an effect of “simulated reality,” the author refers to rhetorical aspects of constructing images with persuasive features.","PeriodicalId":346008,"journal":{"name":"21st Century Media and Communications","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-12-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122337107","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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